Cappy’s Boxing Gym

Where fighting brings people together.
January – March 2021 · 10 weeks

Cappy’s Boxing Gym is boxing gym located in Capitol Hill, Seattle. Wa, that it thrives on its adaptability and being able to be part of its community. Focus on being adaptable, diverse, inclusive and accessible with mottos such as “Boxing for Everybody”, “Training Is Your Trophy” and “Life As It Is In The Ring.”

Role · Researcher, photo editing, web development, animation.

Skills · Brand Identity, Typography, Advertising, Web Design.

Tools · Miro, Adobe Illustrator, Adobe In Design, Adobe After Effects, Adobe Photoshop, Premiere, Figma.

Collaborator · Hoa Hong

Problem

Cappy’s still conserves its very DIY look and highlights the members oif its community within their space. How might we create a rebrand that still holds on on its very principles but with a more future forward look that will fit as Cappy’s grows?

Solution

With it’s potential to grow into a bigger business and community within Seattle and beyond we created an approach focused on diversity community, accessibility and inclusivity that will help our rebrand system to take Cappy into the future while still having it’s DIY friendly nature.

Research Brand, Tonal territories.

Brand attributes, mission statement, positioning, character traits, Tagline.

Concept board, Logo, color palette, typography, graphic elements.

Brand guideline, printed collateral, interior/exterior application, website, social media.

History

Cappy’s Boxing Gym established in 1999 by the founder and owner, Cappy Kotz. From a rural area, with no Boxing Gym around, he made himself a punching bag out of a burlap bag filled with hay, strung it from a cherry tree and a pair of his Father’s boxing gloves left over from the army. Cappy’s quickly adapted a boxing workout to meet his Personal Clients’ needs to get in shape, release stress and manage unruly emotions. Eventually, some clients wanted to pursue sparring and compete; in 1993, Cappy started officially the Capitol Hill Boxing Club, an amateur team registered with USA Boxing.

In 2006, Cappy’s Boxing Gym became a non profit 501(3)(c). This brought the competitive club closer to the gym through the launching of Community Outreach Projects.

Cappy’s Boxing Gym offers ages 8–60+ the opportunity to use boxing for his/her own fitness purpose, ranging from beginner to professional levels. Over the years, Cappy’s has become a community hub of training, learning and community outreach in Seattle.

Audience

Cappy’s Boxing Gym offers ages 8–60+ the opportunity to use boxing for his/her own fitness purpose, ranging from beginner to professional levels. Over the years, Cappy’s has become a community hub of training, learning and community outreach in Seattle.

Motto

The first motto of Cappy’s Boxing Gym, “Boxing for Everyone”, established a precedent that exists today. Everyone from all walks of life are welcome. The gym’s second motto, “Training Is Your Trophy”, refers to the fact you don’t need to compete to get the value of fitness training and boxing. The third motto, “In Life As It Is In The Ring”, helps people connect what they do in the gym to what they practice everyday life.

Mission

For over 20 years, Cappy’s Boxing Gym has offered inclusive access to training for those in the Seattle community who are determined to improve their lives. By combining the physical and mental benefits of training with a unique philosophy, Cappy’s gives everyone the opportunity to use boxing for his/her own purpose.

Promise

We believe that “Training Is Your Trophy,” and people from all walks of life have the right to enjoy the benefits of “Training Like A Boxer.” That’s why we offer a full range of flexible training options from highly skilled coaches, motivational trainers, and knowledgeable staff that everyone can afford.

Positioning

For tenacious individuals, Cappy’s Boxing Gym is an all–inclusive place to train body and mind wellness, through intentional and focused training from highly–skilled coaches that meet every ability level.

Attributes

Accommodating, Affordable Pricing, Inclusive Community, Disciplined Training, Positive Environment, Skilled Coaches & Hospitable Staff.

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Cappy’s is a place that hasn't abandoned its roots, its equipment and location show the roughness of boxing. It’s a place that has manage to build legacy but being accessible and adapting to it’s environment. Cappy’s its a place that doesn’t give up on it’s community and it will keep its endurance and molding the mind and body of the people that want to be part of it.

Logo Iterations

Once we have our brand attributes and a pretty clear connect of what Cappy represents we started doing some logo exploration. Keeping in mind the boxing movement and using a pictorial mark of a boxing glove as a starting point, we explore different combinations of lock ups or emblems that could capture the grittiness of Cappy’s and its determination. At the end of the process we decided to go with a boxy typeface (Prohibition), that capture the energy, motion and roughness of Boxing.

Color palette

choosing a color palette that match the grittiness of Cappy’s was a hard task. Despite having this aged look, Cappy’s is very friendly and welcoming towards it’s community so we wanted to captured their warm spirit through this warm color palette. Having textures and patterns as part of our graphic elements gives the Brand that extra edginess that represents boxing.

Indoor application

We Train, We fight, We strive. Our motto describes perfectly what the people in Cappy’s do every time the go in the rink. To highlight this experience we design this indoor mural that will remind people that Cappy’s is not here to only train their bodies but to train their minds.

Social Media Posts

Cappy’s is Proud to celebrate it’s members every chance they can. Their walls are adorned with photos off members, trainers and idols. Through social media they are in charge of getting people engaged on the latest thing within its establishment. And they’re not afraid to show their love and praise those who the deserve it. We want to solidify this interaction with its community even more by generating this animated posts that highlights the achievements of it’s member and how much endurance they have and at the same time keep them updated with the upcoming boxing events that they will be hosting.